What excites me most is the speed-to-production. Campaigns that used to require a full shoot can now be tested as concepts in hours. That changes how you approach creative strategy, you can iterate faster, test more variations, and find what works before committing big budgets. I'm also interested in personalization at scale, being able to tailor video content to different audiences without multiplying production costs. The creative and strategic possibilities are still being figured out, which is exactly what makes it an interesting space to be in right now

I rely on a content calendar to plan (like Notion) and batch content in advance so I'm not reactive. I use a scheduling tool to manage posting across platforms from one place, and I standardize my workflow: content creation, approval, scheduling, and reporting all follow the same process regardless of platform. I also set aside dedicated time for community management rather than context-switching throughout the day.

I focus on a few core levers. First, audience targeting, using custom audiences from existing customers and lookalikes to reach high-intent users rather than broad cold audiences. Second, creative testing: running multiple ad variations systematically to identify what resonates, then scaling the winners. Third, funnel structure: making sure retargeting campaigns are separated from prospecting so budgets aren't wasted on people already close to converting. I also monitor frequency to avoid ad fatigue, and keep a close eye on cost per result versus actual revenue, not just vanity metrics like impressions.